6 Simple Ways to Amplify Curiosity

Now I will talk about 6 different ways to enhance the curiosity that you can create in your copy or your fascination or any of the curiosity work you do as a copywriter. Now these 6 things can be combined. It is sort of good to have inside your copywriter’s toolbox, you can pull it out whenever you need it to amplify some curiosity. The first thing you can do is to make your information tribunal, more specific, or the desire that you help them with more specific, giving them extra detail, going from abstract to specific and vivid, is one of the most powerful ways to make them think that it’s real and to amplify the certainty that there is an information gap and they need to close.

Well, some people do abstract stuff, they’ll say “Hey I’ve got some ideas to help improve your website.” It’s kind of abstract, but if you say “Hey, I’ve got 6 website design tweaks you can make to your CTA section to help you increase the conversions of your site. Now, there’s more curiosity because there’s more specific information, it seems more real, and now the desire to learn and figure out where those are instead. We’re going from abstract to specific, we’re not telling them everything, but just telling them more specific details in one of the most powerful ways to amplify their curiosity.

Another thing you can do is to tell them, what the thing is that you’re teasing isn’t, you can tell them what it’s not, I call these “NOT STATEMENTS”. For example “ Hey, I’ve got these 6 tweaks to your website to maximize conversions, and no it’s not changing the colour, and no it’s not making the button bigger”. You can tell them what it’s not. And a lot of times people will have preexisting beliefs. If you promise them something, they will try to figure out the answer, and they’ll have what they think is the answer. If you can tell them that it’s not what they think. You can break their first guess or their expectation then their curiosity gets even more aroused, and they’re like “Wait, I thought it was this, turns out it’s not, what is it? It’s something different, this is something new. I have to figure this out”. So telling them what it’s not is another really powerful way to get them curious about what it is.

Another powerful thing you can do is you can tap into the things they are curious about. People already have an inherent curiosity about different things, and this is going to be different from one market to another market. Your target markets are going to have different things they care about, but people generally care about what billionaires do, some things have built curiosity and mystery like Ancient Egypt or the Illuminati, etc. Some things have a built-in curiosity that you can leverage in your copy. Almost every market has something that already people are curious about knowing more about. If you can say that you’ve got that thing or you’ve taken it from that source, then they’re gonna be more interested. Pulling from an existing source of mystery or curiosity is a powerful tool.

Another thing that people care about is (and this is something that massively incites curiosity) the idea of a paradox, right? If you come across something that you cannot explain, and you want to try and explain it. You walk around the world and all of a sudden you see a purple cow, you’re gonna care, but you’ll be like “Wait for a second what’s going on? Why is this cow purple? This is unexplainable behaviour. I want to pay more attention to it” (I’m not saying send a cold email to a prospect like you’re in the Xbox Live group chat, so chill lol). Whenever you are presented with a question, you don’t know the answer to or there is an apparent contradiction in the world that you haven’t been able to reconcile, that creates curiosity. It’s a really powerful unanswered question. Why is it so hard to learn a language when you’re an adult? But when you’re a kid you can learn a new language easily, that’s a paradox question, that creates a lot of curiosity because it’s an unexplainable phenomenon that if you understand it, it’s going to reveal some key to getting what you want.

Another thing that humans care about (it gets people to pay attention to and try to figure out what’s going on) is conflict and drama, if two people are fighting then you want to know why the fight started, if one company is taking on another company and if one person is fighting against this way of doing things, you want to know why. Because when people fight, that means there must be a really important reason and a really important reason might be connected with what I want, why are they fighting? So any time you can mix in conflict or drama you usually massively amplify people’s curiosity. People will like to show up for drama, whether it’s a good thing or a bad thing, that’s just how it is. So you can leverage that to get people to pay more attention, get more curious and direct them to go and take action, that’s going to help them succeed in that.

Another thing that’s powerful and this is the final I’m going to talk about is the idea of being in a group that knows. There’s always like a clique of people, a group of elite people that know the secret, they work together, they know things that you don’t know. That’s why they get to have the life that you don’t get to have, right? If you grow up as a kid, there’s always those people in school, there are always those people in life, there seems to be like an “in group” that knows what’s going on and if you just knew what they knew, you could get where they were. This is sort of a built-in way that humans view the world and experience the world. So if you can take and tease secrets from this smart group, and give people the opportunity to join this group to learn what’s on the inside. Give them that feeling of FOMO, that’s a really powerful way to amplify curiosity.

“Hey, look, the top three brands in this area are using a very specific formula for social media engagement that’s allowing them to be the first person that shows up when someone searches for this on Instagram. Let me show you what it is”. This “in group” these people that have what you want, they use a system, they have a secret. Let me reveal it to you. That’s a really powerful way to amplify curiosity, to say that it comes from the “in group”, the group that knows, the group that already has what you want.

So, these are six elements and you’ll probably find other things because again, you’re going to find a lot of stuff, and you’re going to find other ways to amplify curiosity and get people more interested in finding the answer to that question and taking that next step.

Hope you enjoyed these proven frameworks for manufacturing irresistible curiosity! If you want to become an unstoppable copywriter who can hook attention and drive action, you need to master these psychological techniques.

Take a look at How to Get Attention and Monetize it, this will show you how you can get attention, build up curiosity and monetize that attention.

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